Perth Bears’ New Logo and the Importance of Digital Sequencing
Today, the Perth Bears announced their new logo, revealed via an Instagram video.
Starting with the logo itself: it’s strong. Feedback has been overwhelmingly positive, particularly from designers, fans, and long-time Bears supporters. It feels confident, considered, and grounded in history rather than trying to invent something shiny for the sake of novelty. From a brand and identity perspective, the foundations are solid. The design decision behind it reinforces that strength. The logo was created by Dave Carnovale, a lifelong North Sydney Bears supporter who also worked as a graphic designer at the club. This brings lived history and deep familiarity with the Bears’ visual DNA into the design process. This doesn’t feel like an outsourced aesthetic exercise; it feels like an evolution shaped from within the club’s story
✨The way that logo entered the world, though, is where it gets interesting
For a club that hasn’t played a game yet, digital isn’t just a comms channel; it’s where belief is built before performance exists, alongside every other professional sport brand competing for attention. The explainer video did an important informational job. It clearly articulated heritage, legitimacy, and continuity. Voices like Billy Moore reinforced that this isn’t a brand-new club starting from zero, but a legacy being reimagined. Where it started to feel more corporate was in how that story was sequenced on digital. While there was some nice animation work on Stories showing the logo evolution, the reveal itself wasn’t really breadcrumbed. Much of the meaning arrived all at once through a single explainer video, rather than being built progressively across the feed beforehand.
By breadcrumbing, I mean using multiple pieces of content to tell the same story in different ways, across formats, allowing emotion and understanding to accumulate before everything is formally explained. To be clear, this is rarely a reflection of the people doing the work; it’s usually about timing, approvals, and resourcing
From a digital strategy perspective, moments like this sit in a different category than weekly content. Identity announcements aren’t just posts; they’re anchor moments that shape how a club is understood long before results exist. In expansion contexts especially, sequencing matters because fans are still deciding what this club is, who it’s for, and whether it feels legitimate enough to invest in emotionally. That sequencing creates anticipation first. It gives fans space to enter the moment emotionally, then sets the club up to introduce things like merchandise as a natural next chapter, supported by multiple assets rather than attached to a single drop
None of this takes away from the logo; it’s clearly landed well. What it highlights is how much opportunity exists in these early identity moments. As the Bears build toward entry, how those moments are layered and experienced on digital will matter, and that’s what makes this stage so exciting